Out of the pandemic, Addressable TV emerged as the fastest growth
channel as addressable TV homes grew from 10 million to 22 million
HH’s.
The growth was primarily because of 3 factors:
• 90% TVs sold were smart TVs.
• Increased in broadband connections
• Content explosion on OTT and increased daily usage and MAUs
FIFA viewership touching 11-12Mn on CTV was an eye opener on adoption
of CTV viewership.
We saw the emergence of FAST channels- Samsung Ads and The Q.
Addressable TV offered clients the opportunity to complement Linear TV
plans with reducing spill over, incremental reach & reaching niche
audiences.
It was also effectively used for store launches and other hyperlocal
targeting like point of interest and audience data from ACR devices and
geo data partners.
At groupM we launched our geo-grid data platform FCAP, to target CTV
ads on specific geo-keys fused with census, bureau, geo-spatial and
point of interest data. We have over 70 clients using.
Addressable TV consumption has proliferated the TV landscape at scale
specially in NCCS A and AB; we now have Chord Switchers, Chord
Shavers and Chord Nevers as the new audience cohorts on TV.
WILL THIS
CONTINUE TO BE
IMPORTANT
FOR 2023?
HOW WILL
IT EVOLVE?
In 2023 we expect connected TV households will increase from 22
million to 30 million households. This accelerates the need of
integrating Connected TV planning with Linear TV.
Emergence of household ID; unifying devices connected to a single
network will be interesting data for marketers from an omni channel
point of view.
Projects are underway to make linear television addressable. This will
deliver use cases as broadcasters, distributors and tech platforms
will come together.
A lot of FAST channels beyond the dominant players will emerge as
OEM’s will source for more content on their native OS. This can lead to
further chord shaving or chord cutting.
As Addressable TV HH’s will have more choices to watch LIVE TV
channels over the top.
ACR Data will increase targeting capabilities and measurement.
Addressable TV ad creatives will be more hyper-localized &
personalized and create higher ad engagement with relevance.
Retail Media Advertising on CTV will become a highly effective
channel for brands.
